When is the last time you read the content on your small business website? For many business owners, it’s been awhile. Odds are when you read through it, you’ll notice a few changes and updates that need to be executed. Keeping your content fresh makes a difference in conversions, as well as the impression you make on potential visitors. Here are a few tips you can apply right now.

#1: Write headlines that wow

Headlines and titles are going to be the first part of your content that people scan over, and if they don’t entice, then no one is going to stick around to see what else you have to say. Don’t try to be overly fancy with these and make sure you are getting the point across in a simple and informative way.

You want headlines to grab the reader’s attention, and sometimes that’s just by stating the obvious. Remember that depending on what you’re selling, you don’t need to be entertaining, you just need to be informative and straightforward.

#2: Write for your audience – not yourself

When you sit down to write your landing pages, how to articles, and other content for your small business website, get in the mind of your ideal audience and ask yourself what they want. You want your content to serve a purpose, and while some of that will be for potential customers to get to know you, the majority will be to learn more about what you have to offer. Don’t stray too far from the needs of your audience and you’ll have more success when engaging them with content.

#3: Make it easy to scan

Making content easy to scan is a very simple tip that many people online still tend to skip. Use headers and short paragraphs. Even if people don’t read the entirety of the content, word for word, you’ll still have more time to get your point across and more of a chance to peak their interest.

#4: Use keywords naturally

After you’ve done your keyword research, it can be tempting to cram all of those words into the text. However, you should be careful because not only will it sound unnatural, but you could also get penalized by search engines for stuffing keywords. If you’re already writing about a topic that utilizes the keywords you’re targeting, then they should naturally enter the text when appropriate.

#5: Revamp old content

If you find that your content contains everything that you want to get across to your audience, but it has grown stale and now rests on the back pages of your website, then take the time to repurpose it. You can turn it into a video, infographic, or even start a series of blog posts starting with an updated version of the old content.

#6: Reevaluate your content now and then

What sounded great two years ago when you started your small business website might be stale and outdated today. Take the time to read over all of your content from time to time. Leave the parts that represent you the best, and rewrite and add additional pages as your business grows.